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November 29, 2003
The Alchemist opens in Waterbury, VT
“You can’t open a brew pub in Waterbury, no one goes to Waterbury to drink”
An Unconventional Path to Successful Branding November 29, 2003 - - PowerPoint PPT Presentation
An Unconventional Path to Successful Branding November 29, 2003 - - PowerPoint PPT Presentation
An Unconventional Path to Successful Branding November 29, 2003 The Alchemist opens in Waterbury, VT You cant open a brew pub in Waterbury, no one goes to Waterbury to drink our mantra was: FOCUS ON COMMUNITY FIRST, the rest will
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FOCUS ON COMMUNITY FIRST, the rest will follow
- ur mantra was:
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This served us very well. By focusing on the quality of our beer, food, service and community outreach, we created a loyal following. We were extremely popular with locals. Soon, through word
- f mouth, people from all around the region came to visit us.
This was the start of beer tourism in Vermont.
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In 2009, we sold Heady Topper in a package for the first time. Over 500 bottles sold out in less than 2 hours. We knew it was time to start thinking about a production facility.
We didn’t want all of our eggs in one basket. We didn’t know how critical this decision was at the time.
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Sunday, August 29, 2011
Tropical Storm Irene wreaks havoc on Waterbury
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Monday, August 30, 2011 the first cans of Heady Topper rolled off
- ur new canning line less than 1 mile
from our flooded pub.
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There was no time celebrate. We were also dealing with the aftermath of Tropical Storm Irene. Just down the road…
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Cleanup was dreadful, but it was impossible to feel sorry for ourselves. Thousands of Vermonters lost their homes.
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Once we had flood cleanup under control and our new production facility was running smoothly (about 4 weeks after flood) we started planning a couple
- f fundraisers for Waterbury-
both for financial needs and a much needed morale boost for our beloved community.
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And then Heady Topper mania happened…
We thought it would pass.
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Illegal Sales/ Authorized Retailer
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Pop Up Truck Sales
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Today
“You can’t open a brew pub in Waterbury, no one goes to Waterbury to drink”
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Why is The Alchemist Brand Successful?
QUALITY EMPLOYMENT BRANDING UNIQUE, AUTHENTIC messaging
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Highest QUALITY from start to finish- raw ingredients,
process, packaging, delivery
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A meaningful, engaging and vibrant employment brand is critical for successful business.
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Be genuine and honest, but most important, be unique in your employment branding efforts.
You will attract like minded people who will be passionate about the employment you provide.
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Humor and authenticity before stock images,
meaningless
quotes and corporate speak language about mission statements.
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Don’t be Afraid to make it PERSONAL
People want to know what it is like to work for you.
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AUTHENTIC
and UNIQUE
MESSAGING
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HONKY- Belgian style white ale PANTY DROPPER- hibiscus IPA UNCLE DADDY- ale made with pumpkins OLD BALL & CHAIN- a wedding beer
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